Should hotels target their better-performing or worse-performing visitor segments? Should you focus on conversion rate or average booking value?

When targeting potential guests it's not always a black-and-white case of looking at who's best- and worst-performing on your website. Instead, it's a valuable exercise to clearly define your segments and all the underlying data relating to them that may not be immediately obvious.

Here are three key considerations for effective marketing targeted at segments:

- Understand each segment's unique needs. International visitors may be more interested in amenities such as the spa than domestic visitors.

Nearly 70 per cent of travel buyers say that enforcing policy is one of the most challenging aspects of their job, but new research also identified a large gap in traveler knowledge of policy when it comes to booking hotels.

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